공익광고의 여성성 재현

Abstract

The purpose of this article is to examine the representation of femininity in public service announcements. To do so, we analyzed 41 broadcast public service announcements (TV/radio) released by kobaco from 2020 to August 2024. We used the Makomori Test and Sphinx Test questions to determine the frequency of female characters and the importance of their roles. First, we looked at the frequency of appearances by men and women and found that most ads had similar proportions. We applied the Makomori Test and Sphinx Test to examine the importance of female roles, and most of the ads passed each question. However, there were 28 ads that did not pass the star typology. This shows that the representation of femininity in public service announcements does not break away from traditional gender roles. After examining the frequency of women in public service announcements and the importance of their roles, we can summarize the representation of women in public service announcements as follows The representation of men and women in public service announcements reproduces gender equality on a quantitative level. However, when considering the actual roles of women, femininity reflects the gender roles required by the patriarchy, and as a result, diverse topics are not covered. Therefore, it is necessary to reflect the changed femininity of public service announcements in line with the goal of raising awareness for the development of society and community.